Visa Affluent Card System

Jun 3

Visa Affluent Card System

As one of the world’s most recognized financial brands, Visa maintains hundreds of premium card products issued across global markets. We partnered with the LATAM brand team to develop their first-ever unified affluent card system—elevating design standards and ensuring consistency across 90+ regions and issuing banks.

Challenge
Create a premium card design system to rival AmEx Platinum, while remaining adaptable across 90+ issuing banks and global markets. The system needed to elevate Visa’s high-tier offerings and ensure seamless implementation for brand partners.

Approach
Inspired by luxury fashion and extensive color theory research across cultures, we created a modular visual system with built-in flexibility and appeal for global affluent markets. The program introduced the first-ever vertical card orientation—aligned with the rise of chip readers—and a now-patented proprietary notch design, establishing a new benchmark for premium credit card architecture and execution.

Role
Our work included end-to-end system architecture, visual development, and implementation guidelines—ensuring consistency and efficiency across Visa’s global network.

Stakeholders
LATAM brand team (leads), regional teams in North America, Asia Pacific, EMEA, issuer partners, external agencies.

Impact
- Recognized globally and adopted across internal teams and issuer partners
- Streamlined execution and elevated the luxury standard for issuing banks
- Inspired the global shift to vertical card design
- Improved consistency with fewer revisions across diverse markets

Deliverables
- Modular card design system
- Tier strategy and visual hierarchy
- Global toolkit and issuer packaging assets
- 90-page internal and external usage guidelines book